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What Is Pay-Per-Click?
When To Use It -
And When Not To
Robert Fuess - Spiderweb Logic http://www.SpiderwebLogic.com
The only way to really guarantee top placement is to
use pay-per-
click advertising. (This is an advertising mechanism in which you
pay for every click of a potential customer.) Most search engines
offer this on a bidding basis, and if it generates more money
than you spend on it, it can be sound business advise. In most
cases, you would DO THIS LAST - after you optimize your web
site and implement other promotional techniques. If you do an
effective job with your website optimization and promotion, you
may already come up top naturally and not have to use pay-per-
click for several keywords. (This is especially true for MSN or
Yahoo.) Or if you choose to make a big (temporary) advertising
campaign while you are optimizing (and have the money for this),
then you may consider this.
Some keywords will cost more than others, depending
on
competition. Some will generate more paying customers than
others. Do the math as you go along. Figure out the return on
investment. This is seldom a one shot deal and often takes a few
months of tweaking to get the optimum pay-per-click bid amount
for the different keywords.
YOU WILL FIND SEO COMPANIES THAT GUARANTEE YOU TOP
PLACEMENT FOR
YOUR FAVORITE KEYWORDS. THIS IS HOW THEY DO IT. They use pay-per-
click as part of the package and point to the pay-per-click
listing, showing you your top placement. The natural links are
normally much cheaper in the long run, since once you achieved a
top ranking without pay-per-click you will have a steady stream
of customers without having this kind of per-click fee.
Google is, of course, an exception. For the first
year you will
not likely rank for most of your desired keywords despite any
valiant efforts on your part. During this period, I would
encourage using Google's pay-per-click (AdWords). Although Google
is the slowest to recognize your natural ranking - it will give
the greatest return in the long run. While you do this - use the
information they give you while you manage your pay-per-click
keywords. See what is used most often - and what gives you the
most sales (conversions). They have tools to help you with that.
ANY SEO FIRM that promises or guarantees top
placement for
competitive keywords is either selling you pay-per-click or is
being boastful. Be wary with your money. You don't need an SEO
expert to sign up for pay-per-click. You may use one to help
you find the right keywords or perhaps to handle optimization
techniques. If they are selling you a package, pay-per-click is
often a justifiable part of it. However, don't let such a promise
be a decision factor in selecting an SEO expert.
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Robert Fuess is a veteran website designer who
specializes
in making dynamic search engine optimized websites.
http://www.SpiderwebLogic.com
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Copyright © 2006 Robert Fuess
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